Most companies focus the majority of their customer-differentiation efforts on understanding customers' values – most valuable customers, least valuable, etc. But that is only half the battle. A customer's value profile (i.e., is this a customer you should try to retain, or grow, or cut costs on) will be important in setting your objective, but you can only reach your objective by understanding what it is that motivates the customer to act. You won't ever change a customer's behavior unless you have the customer's perspective in mind, and that means understanding as many details of the customer's own experience as possible.
Hear more in Creating Customer Value, a SearchCRM.com monthly podcast series with Peppers and Rogers.
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